Brand Book_Enox On-Life Media_final

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Brand Book ENOX On>Life Media Versão 1.0

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Transcript of Brand Book_Enox On-Life Media_final

Page 1: Brand Book_Enox On-Life Media_final

Brand BookENOX On>Life Media

Versão 1.0

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-V[VZ�:O\[[LYZ[VJR

BrandingTOUCH BRANDING

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Identidade VisualFIRMORAMA DESIGN STUDIO

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,Z[L�N\PH�KL�PKLU[PKHKL�]PZ\HS�t�KL�\ZV�L_JS\ZP]V�KH�Enox On>Life Media��UqV�ZLUKV�WLYTP[PKH�H�Z\H�YLWYVK\sqV�ZLT�H\[VYPaHsqV�

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SU-

- RIO

SEÇÃO 1 —PÚBLICO ALVO

Positioning Target 8

Consumer Target 12

SEÇÃO 2 —POSICIONAMENTO

Área de Relevância Humana 18

Atitude Target 22

Papel da Marca 26

Citação Ícone 30

Positioning Board 34

Statement 58

Tom de Voz 62

Atributos 66

SEÇÃO 3 —GUIA DE MARCA

Visão Geral 72

Assinaturas 74

Grid de Construção 80

Reserva de Integridade 84

Reduções Máximas 88

Complementares 92

Cores 98

Identidade Tipográfica 108

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Guia de MarcaENOX On>Life Media

Versão 1.0

Trabalho desenvolvido por

SEÇÃO 1 —PÚBLICO ALVO

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O positioning target é o público-alvo mais

extremo do negócio em que a Enox atua, o qual

tem potencial para ser formador de opinião

H�Ò�GHðQLGR�GH�IRUPD�HVWULWD�DWUDYÒV�GH�VHX�SHUðO�DWLWXGLQDO��3RU�PHLR�GH�HQWUHYLVWDV�HP�profundidade individuais com esse target,

EXVFDPRV�LGHQWLðFDU�DV�PRWLYDÍŋHV�KXPDQDV�que levam a esse consumo e envolvimento

extremo com o negócio, com o objetivo gerar

LQVLJKWV�SDUD�R�GHVHQYROYLPHQWR�GDV�dUHDV�GH�5HOHYÁQFLD�+XPDQD�

POSITIO-NING TAR-GET

Guia de MarcaENOX On>Life Media

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Positioning Target

Profissionais deMarketing

“Sentem-se como donos,A marca é como um filho’’.

1m�PTWSLTLU[HYHT�HSN\T�[PWV�KL�PUPJPH[P]HKL�TxKPH�PUKVVY�UH�JVT\UPJHsqV�KL�THYJH"�(JYLKP[HT��NLU\PUHTLU[L�UV�WV[LUJPHS�KH�TxKPH�PUKVVY��ZL�ZLU[LT�VYN\SOVZVZ�WLSV�X\L�MHaLT�L�L_WYLZZHT�ZH[PZMHsqV�L�T\P[V�LU]VS]PTLU[V�JVT�[\KV�X\L�ZL�YLSHJPVUH�HV�\UP]LYZV�KH��THYJH�X\L�SPKLYHT�

29/45anos

10 – 11

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O consumer target é o público-alvo mais

GHPRFUÀWLFR�H�DPSOR�GR�QHJʼnFLR��7UDWDP�VH�GH�VHJXLGRUHV�ò�QÂR�GHðQLGRUHV�ò�GR�PHUFDGR��compondo a base e responsáveis pela maior

SDUWH�GR�FRQVXPR��$R�VHUHP�FRQIURQWDGRV�FRP�DV�dUHDV�GH�5HOHYÁQFLD�+XPDQD�RULJLQDGDV�QR�3RVLWLRQLQJ�7DUJHW��EXVFD�VH�VXD�LGHQWLðFDÍÂR�RX�DVSLUDÍÂR��GH�IRUPD�D�FRQðUPDU�R�SRWHQFLDO�GH�WDO�dUHD�QD�FRPSRVLÍÂR�GR�SRVLFLRQDPHQWR�GD�PDUFD�

CONSU-MER TAR-GET

Guia de MarcaENOX On>Life Media

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Clientes

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Consumer Target

Homens e Mulheres

14 – 15

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Guia de MarcaENOX On>Life Media

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SEÇÃO 2 —POSICIO-NAMENTO

Trabalho desenvolvido por

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$�GLPHQVÂR�KXPDQD�TXH�Ò�WRFDGD��LPSDFWDGD�H�que motiva o consumo e a preferência por uma

GHWHUPLQDGD�PDUFD�GH�EHQV�H�VHUYLÍRV�FRPR�R�RIHUHFLGR�SHOD�(QR[�

ÁREA DE RE-LEVÂNCIA HUMANA

Guia de MarcaENOX On>Life Media

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REALIZAÇÃO A medida do sucesso do nosso trabalho é ver nossas marcas naturalmente incorporadas à vida real do seu público.

Área Relevância Humana20 –21

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Forma com a qual o positioning target age em

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ATITUDE TARGET

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Investir mais em conquistar o seu público do que em, simplesmente, impactá-lo.

Atitude Target24 –25

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Forma pela qual a marca pode responder

buscando oferecer uma resposta direta à

PRWLYDÍÂR�GH�FRQVXPR�GH�VHX�SŜEOLFR�DOYR�PAPEL DA MARCA

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Proporcionar

Engajamento Máximo

Conectar a marca ao[s] setore[s] da vida real a que ela tenha mais aderência.

Papel da Marca28 –29

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&LWDÍÂR�GR�SŜEOLFR�DOYR�PDLV�H[WUHPR�TXH�H[HPSOLðFD�R�WLSR�GH�HQYROYLPHQWR�H�DWLWXGH�TXH�WHP�HP�UHODÍÂR�DR�QHJʼnFLR��7UDWD�VH�GH�XPD�IRUPD�GH�WDQJLELOL]DU�R�LQVLJKW�ID]HQGR�XVR�GH�XPD�PHQÍÂR�UHDO�

CITAÇÃO ÍCONE

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“Satisfação está relacionado com tudo isso. É saber que a minha marca faz a diferença na vida da pessoas, que ela está sendo útil, relevante deixando aquela vida mais feliz, mais prática.”

Citação Ícone32 –33

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([HFXÍÂR�FRPSRVWD�SRU�LPDJHQV�H�WH[WR�conceito e que tem por objetivo contextualizar

R�SRVLFLRQDPHQWR�GHðQLGR�SDUD�D�(QR[��DOÒP�GH�inspirar o desenvolvimento de materiais e / ou

atividades futuras da Enox em pontos de contato

GLYHUVRV�

POSITIO-NING BO-ARD

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Muitas marcas se contentam por serem apenas famosas. Por serem divulgadas mas-sivamente, por impactarem milhares de pessoas;

Positioning Board36 –37

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mas atingir pessoas é uma coisa;

Positioning Board38 –39

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conquistá-las é outra coisa.

Positioning Board40 –41

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Conquistar é ser parte integrante da vida real das pessoas;

Positioning Board42 –43

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de suas rotinas, seus hobbies, suas ativi-dades, suas conversas, e amizades.

Positioning Board44 –45

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Medir a efetividade da comunicação somen-te pela quantidade de pessoas atingidas é ilusório.

Positioning Board46 –47

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A comunicação é efe-tiva quando sua mar-ca é realmente adoda-ta pelas pessoas.

Positioning Board4948 –

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E, por isso,

não há melhor mídia que a própria vida!

Positioning Board50 –51

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RESTAURANTES ESCRITÓRIOS

BARES CLUBES

PRAIAS LOJAS

ACADEMIAS CINEMAS

Positioning Board52 –53

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O momento exato em que as pessoas estão

mais propensas a serem conquistadas.

Positioning Board54 –55

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ENOXON>LIFE MEDIAA melhor mídia é a vida.

Positioning Board56 –57

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Síntese do posicionamento em uma única frase,

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TXH�DSRUWD�UHOHYÁQFLD�KXPDQD��RX�VHMD��TXH�VHMD�FDSD]�GH�JHUDU�DOJXP�WLSR�GH�UHDÍÂR�HP�VHX�SŜEOLFR�DOYR��HPRÍÂR��DÍÂR��UHñH[ÂR��HPSDWLD��PXGDQÍD�RX�DWÒ�PHVPR�FRQWURYÒUVLD�

STATE-MENT

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Statement

Amelhor

amídia éVIDA.

60 –61

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7RP�H�IRUPD�SHOD�TXDO�D�(QR[�LUÀ�VH�UHODFLRQDU�com seu público-alvo, nos mais distintos

SRQWRV�GH�FRQWDWR��'HYH�VHU�FRHUHQWH�FRP�VHX�posicionamento e de fato ser reproduzido em

todas as interfaces, de forma a criar unicidade e

contribuir para o fortalecimento da marca, pela

VLQWRQLD�H[LVWHQWH�

TOM DE VOZ

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E M BASAD O CONFIANTE INSTIGANTE PROVOCADOR

Tom de Voz64 –65

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$WULEXWRV�VÂR�XP�FRQMXQWR�GH�FDUDFWHUķVWLFDV�que destacam aspectos tangíveis e intangíveis

de uma marca, e são o principal suporte na

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ATRIBU-TOS

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ATRIBUTOS DA MARCA ENOX ATRIBUTOS DO SISTEMA DA IDENTIDADE VISUAL ENOX

PROVOCADORA e INSTIGANTEEMBASADA e CONFIANTEINOVADORA e VANGUARDISTA

VIDA REALCONTEXTO HUMANOSENTIMENTO POSITIVO

Atributos68 –69

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Guia de MarcaENOX On>Life Media

Versão 1.0

SEÇÃO 3 —GUIA DE MARCA

Trabalho desenvolvido por

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VISÃO GERAL

Guia de MarcaENOX On>Life Media

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ASSINA-TURAS

Guia de MarcaENOX On>Life Media

Versão 1.0

$�FRPSRVLÍÂR�GH�VķPEROR�PDLV�WLSRJUDðD�IRUPD�a assinatura da marca, que é o elemento mais

visível da nossa identidade e a maneira que

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É muito importante que ela seja sempre

aplicada de forma consistente onde quer que

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3.2

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Assinaturas76 –77

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ASSINATURA VERTICAL[ PRINCIPAL ]

ASSINATURA HORIZONTAL

APENAS O ÍCONE “X”

ASSINATURA COM TAGLINE

Assinaturas78 –79

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GRID DE CONSTRU-ÇÃO

7DPEÒP�FRQKHFLGR�FRPR�ìJUDGH�GH�FRQVWUXÍÂRú�RX�ìJUDGH�GH�PRGXODÍÂRú��HVWH�JULG�é fundamental para apresentar os módulos de

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ORJRWLSR�

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X

Y

Z

Grid de Construção

X

3 X

Y

8 YZ

Z

3 X

Y

82 –83

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RESERVA DE INTE-GRIDADE

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3.4

Page 44: Brand Book_Enox On-Life Media_final

7HYH�JYPHY�H�YLZLY]H�KL�PU[LNYPKHKL�KH�THYJH��\[PSPaHTVZ�H�SHYN\YH�KV�JHYHJ[LYL�¸5¹�KH�WHSH]YH�¸65¹��X\L�[LT�H�TLZTH�SHYN\YH�KL��@��TLKPKH�X\L�MVYTH�V�NYPK�KL�JVUZ[Y\sqV�KH�THYJH��

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N

Reserva de Integridade

N

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86 –87

Page 45: Brand Book_Enox On-Life Media_final

REDUÇÕES MÁXIMAS

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Page 46: Brand Book_Enox On-Life Media_final

IMPRESSÃO WEB / DIGITAL

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2,5 cm

142 px

1,5 cm

90 px

0,75 cm 28 px

0,7 cm 25 px

Redução Máxima90 –91

Page 47: Brand Book_Enox On-Life Media_final

COMPLE-MENTA-RES

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Versão 1.0

Elementos complementares enriquecem e

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Complementares

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Page 49: Brand Book_Enox On-Life Media_final

Complementares

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Page 50: Brand Book_Enox On-Life Media_final

CORES $V�FRUHV�GD�LGHQWLGDGH�GD�(QR[�2Q!/LIH�0HGLD�IRUDP�HVFROKLGDV�GH�DFRUGR�FRP�VHXV�DWULEXWRV�H�FDUDFWHUķVWLFDV��3UH]RX�VH�SRU�XP�ERP�contraste entre elas, pois isto facilita a leitura

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Page 51: Brand Book_Enox On-Life Media_final

Cores

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Page 52: Brand Book_Enox On-Life Media_final

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Cores

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Page 53: Brand Book_Enox On-Life Media_final

Cores

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Page 54: Brand Book_Enox On-Life Media_final

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IDENTIDA-DE TIPO-GRÁFICA

$�WLSRJUDðD�Ò�HVVHQFLDO�QR�VLVWHPD�GH�identidade visual: é ela quem dá personalidade,

legibilidade e permite fortalecer o

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Page 56: Brand Book_Enox On-Life Media_final

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SANCHEZ SEMIBOLD abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890SANCHEZ SEMIBOLD ITALIC abcdefghijkl mnopqrstuvwxyz ABCDEFGHI JKLMNOPQRSTUVWXYZ 1234567890

SANCHEZ REGULAR abcdefghijklmnopqrstuvwxyz ABCDEFGHI JKLMNOPQRSTUVWXYZ 1234567890SANCHEZ ITALIC abcdefghijkl mnopqrstuvwxyz ABCDEFGHI JKLMNOPQRSTUVWXYZ 1234567890

SANCHEZ LIGHT abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890SANCHEZ LIGHT ITALIC abcdefghijkl mnopqrstuvwxyz ABCDEFGHI JKLMNOPQRSTUVWXYZ 1234567890

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Page 57: Brand Book_Enox On-Life Media_final

HELVETICA BOLD abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890HELVETICA BOLD ITALIC abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

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HELVETICA ULTRALIGHT abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890HELVETICA ULTRALIGHT ITALIC abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

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Page 58: Brand Book_Enox On-Life Media_final

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